One method of evaluating and generating new ideas about products and services that we learned in class and from our readings was from an article by Mauborgne and Kim, of INSEAD business school in Paris. The method consists of utilizing a grid with 36 squares and matches various combinations of the buyer experience with value-added called utility levers.
This grid is called .

The correct answer is letter "C": The Buyer Utility Map.

Explanation:

Economists W. Chan Kim (born in 1952) and Renée Mauborgne (born in 1963) proposed in their book "Blue Ocean" (2004) The Buyer Utility Map as a tool that allows visualizing consumers' purchase journey based on certain criteria. The map consists of a six-by-six matrix, six of them being utility levers and the other six stages of the buyer experience cycle having thirty-six (36) squares in total. The matrix aims to provide help in understanding threats and opportunities for the seller.

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